From the research that myself and Aimee gathered, we established the people we would be pitching the campaign to and enough information to establish the first lines of a brief. Previously we had looked at aiming our campaign to the Oceanic Preservation Society, though the research showed that there was a lot more being done by the Sea Shepherds, who have positioned Cove Guardians. We felt that they provided us with a good position to aim for, establishing the target company gave our work more substance as we were able to focus on how to engage them.
Yet we also had to stay focused on the larger audience, Japan. Rick O'Berry who has put a lot of his time, money and energy into stopping the hunts stated that targeting the whole of Japan would be a mistake and would inevitably lead to cultural imperialism. This was the next rung on my research ladder as the term had not been something that I had a deep knowledge of and since it has been established as a norm of Westerners then this the next hurdle to leap over to ensure the campaign is effective.
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